Predicting and testing probability of continuous purchasing of online customers

Through the mounting wave of the Internet and associated technologies, electronic commerce (eCommerce) is attracting more people than ever to shop online. Building an online platform for business also has been the talk of the town. However, it is for sure that the success of operating one and getting fruitful prosperity without penetrating the essence and mechanism of online retailing won´t be guaranteed. In this paper, we report the study of an extended probability model introduced for managers and practitioners to find out how their clientele is composed and, therefore, act accordingly.